This compilation shows three of about 10 spots we wrote and produced for a two-year-long, fully integrated Truth campaign called “Whudafxup?” As I mention, we did a lot more spots than just these. Also a full web experience, radio, ringtones, and two rounds of print. The TV did great in the shows, as did the print and the radio. Though I’m not showing all media here, together with Arnold, we made this idea very complete and robust. Most importantly, it resonated with youth. And did its job to shed light on the truth about big tobacco.
